Blog Archives

Why LinkedIn is Crucial for Gaining B2B Leads

linkedin-leadsBy Josh Cline

One crucial part of your lead-generation strategy may be missing.

SaaS and other B2B companies have to consider many tactical options when creating marketing strategies for lead generation through channels such as e-mail marketing, SEO, social media, paid advertising, and public relations. It is crucial that LinkedIn be a part of the holistic marketing mix to generate the greatest ROI.

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What Psychology Teaches About Social Media

social media psychologyBy Thomas Kerr

The world is a massively-complex place. Taking it all in and understanding it is an amazing feat, which is why we humans are so lucky to have the noggins equipped to do so. Psychology — the study of mental processes and behaviors — explains many of the fascinating ways our brain manages to accomplish this. Below, we will explore some of the most interesting (and odd) theories in psychology and how these concepts help us understand marketing on social media.

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Differences Between Social-Media and Community Managers

Differences Between Social-Media and Community ManagersBy Samuel Scott

Has your company ever put out a job opening for a social-media manager and then received countless resumes for people with experience as community managers – or vice versa? You’re not alone. Many people – and even many businesses – mistakenly think that the two are merely different phrases that mean the same thing.

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How Social Media is Just a Form of Public Relations

By Josh Cline

Social media is a tool. It is a channel, like a newspaper or radio; a media channel and a communication channel. What does this mean for public relations practitioners?

One of the main reasons to hire a public relations agency is because they have the connections with the media, industry-knowledge and know how to communicate a message. They aren’t just relying on a media database, but have real relations or the know-how to build others. PR practitioners gain these relationships primarily through networking, whether it’s a cocktail party, industry event, or trade show. Public relations agencies succeed because of their personal relationships with journalists, other influencers and new relationships they know how to cultivate.

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How to reach your audience

By Josh Cline

It’s not about Facebook or Twitter. It’s not about the newspaper or radio either. It’s about reaching your audience, wherever they are. When planning a marketing campaign, it’s wrong to say “We want an ad in the paper” or “We want a Facebook page.” Before determining the channel, determine your audience and where your audience is.

One of the first steps of a POST analysis is determining the “People” – your audience, as well as what their usage habits are. The first step is seeing how the audience uses media. If you’re targeting college students, use social networks. If you are reaching out to business travelers, consider ratings and reviews sites. Senior donors? Try a print newsletter or mailing. Single moms, middle aged women? Perhaps a Facebook game. Business person? Maybe an e-mail newsletter.

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Marketing Momentum: The Stages of a Digital Marketing Campaign

By Josh Cline

One of the first things clients want when they hear “online” or “social media” is “viral.” But, the first thing I tell clients is that “viral is an outcome, not a strategy.” Online marketing – whether it is social media, e-mail, web, apps, or, ideally, an integrated marketing campaign – is a long-term effort filled with community and relationship building: not a campaign to start and stop at whim.

Unfortunately, there are too many out there selling ‘social media snake oil’ and promising to make your content go viral. “Viral” however is the direct outcome of creating quality relationships, having a worthwhile product/service, and being open and authentic – over time.

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Who Needs a Resume when you have LinkedIn?

The following is a guest post from Barak Taragin, a University of Maryland business student who served as an intern for The Cline Group this summer.

As a new explorer in the sea known as the job market, I have been told that in order to successfully navigate my way through these dangerous and unpredictable waters I need my map (resume) because, as we all know, these have been used by explorers, rookie and veteran, for hundreds of years.

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Tips for Connecting on LinkedIn

LinkedIn is a very important social network for business connections. But is it used correctly? Do your connections even know who you are?

Karen Rubin of HubSpot has some great suggestions how to avoid one of her big LinkedIn pet peeves.



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